Viral Marketing

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Viral Marketing - Key Success Parameters

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  • Viral Marketing

    1. 1. Viral Marketing www.marketingamnesia.com
    2. 2. MARKETING AMNESIA Image Source – http://gapingvoid.com What’s wrong with status quo!!
    3. 3. Why get them to talk!! You are Broke $$$ Image Source – http://www.scottphree.com Bad Credit Rating VC’s don’t like your face
    4. 4. Why will they talk Phenomenal Product PR WOW!! Better Product Phenomenal Communication
    5. 5. Phenomenal Products Image Sources http://www.uncrate.com/men/images/2006/09/nintendo-wii.jpg http://www.wiiwii.tv/wp-content/uploads/2007/04/wii-sports-1.jpg http://www.mobilewhack.com/10-15-07-iphone.jpg
    6. 6. Viral Communication Airtel – Chaalis Chor Makemytrip – Chiddiya Udi Viral Source – webchutney.com
    7. 7. How can you get them to Talk!! Buzz Viral WOM Increasing Authenticity Decreasing Reach
    8. 8. Defining a Viral <ul><li>Online advertising campaigns and messages that depend on peer to peer forwarding to spread like a “virus” </li></ul><ul><ul><li>Video / Audio / Flash / Joke / Article / Microsites </li></ul></ul><ul><ul><ul><li>In other words – Content!! </li></ul></ul></ul><ul><li>Why Go Viral </li></ul><ul><ul><li>Consumers are bored of traditional advertising </li></ul></ul><ul><ul><li>Clutter free!! </li></ul></ul><ul><ul><li>Exponential reach </li></ul></ul>
    9. 9. Viral - Key Success Parameters <ul><li>WoW !! It is fun, stylish, sexy, innovative or cool </li></ul><ul><li>“ Finder” vs “Spammer” - Forwarder should be looked upon as the Finder. </li></ul><ul><ul><li>Finder should be seen as cool and receiver of the forward should be entertained </li></ul></ul><ul><li>Critical User Base – Seed the viral to a critical user base - required to achieve exponential growth </li></ul><ul><li>“ Make the logo bigger” – Doesn’t work!! </li></ul><ul><ul><li>Content is King!! People forward creative content, not the brand!! In your face marketing lowers chances of being forwarded </li></ul></ul><ul><ul><ul><li>Exceptions – Tata Nano, iPhone, Wii etc. </li></ul></ul></ul>
    10. 10. Why should the consumer forward <ul><li>Timepass entertainment!! Cool!! </li></ul><ul><li>Monetary Gain!! </li></ul><ul><ul><li>Finder vs Receiver!! Who should gain?? </li></ul></ul><ul><li>Social Do Gooder!! </li></ul>
    11. 11. Finally - Make it easy for them to talk!! <ul><li>Embed in a blog </li></ul><ul><li>Email a friend </li></ul><ul><li>Share with your email address book </li></ul><ul><li>Share on facebook </li></ul><ul><li>Social Bookmarks </li></ul><ul><li>And many many more… </li></ul><ul><li>Basics Being </li></ul><ul><ul><li>Use existing networks and communication mechanisms </li></ul></ul>
    12. 12. References <ul><li>Viral Advertising in 2005 - Top 7 Tactics, How-Tos & Measurement Data </li></ul><ul><ul><li>MarketingSherpa Special </li></ul></ul><ul><li>Online viral marketing: the strategic synthesis in peer-to-peer brand marketing </li></ul><ul><ul><li>Justin Kirby, Managing Director of DMC </li></ul></ul><ul><li>The Word on ‘Word of Mouth’ </li></ul><ul><ul><li>Dave Balter, President of BzzAgent </li></ul></ul><ul><li>Viral Marketing </li></ul><ul><ul><li>Russell Goldsmith, Prentice Hall Business </li></ul></ul><ul><li>Buzz Marketing with Blogs </li></ul><ul><ul><li>Susannah Gardner, Wiley Publishing </li></ul></ul><ul><li>Viral Marketing Strategies </li></ul><ul><ul><li>Brice Le Blévennec, President, Emakina </li></ul></ul>
    13. 13. My Blog – www.marketingamnesia.com

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